浅析新媒体环境下企业舆情的监管策略

An Analysis about Regulatory Strategy of Public Opinion in the New Media Environment

新媒体环境下,公众可以迅速便捷地传播信息、自由互动地表述观点,这让企业所面对的的舆情环境将更具隐蔽性、突发性与扩散性,也使得企业舆情控制的不确定性增强。针对新媒体环境下舆情控制难度大,企业反应消极,虚假信息扩散严重以及宣传思维固化等问题,企业应在舆情的不同时期采取不同的监管策略:舆情预警阶段,海量信息的整理,强劲的技术、人才,对舆情信息准确的预测必不可少;而在舆情产生时,能够快速做出反应,利用意见领袖影响力,发挥新媒体的优势就成为了重中之重;舆情解除后还应将责任追根溯源,树立大舆情观念来拓展舆情管理。如此,企业才能在复杂的新媒体环境下防患于未然,缓解舆论压力,树立起良好的企业形象。

In the new media environment,the public can spread information easily and quickly and express views freely and interactively,which makes public opinion environment that the enterprises face have more invisibility,abruptness and diffusivity,and also increases the uncertainty of public opinions in the enterprises.Aiming at the difficulty of controlling public opinions,negative reactions of enterprises,serious false information diffusion and solidified propaganda thought under the new media environment,enterprises should adopt different regulatory policies in different periods of the public opinion:in the early warning stage of public opinion,the formation of vast quantities of information,strong technology and personnel and accurate predictions of public opinion information are essential;In the case of public opinion,it is important to be able to respond quickly,take advantage of the influence of opinion leaders and leverage the advantages of new media;After the public opinion is lifted,the responsibility should be traced back to the source,and the concept of public opinion should be set up to expand public opinion management.Thus,the enterprise can nip in the bud in the complex new media environment,relieve pressure from public opinion and set up agood enterprise image.